Business Development Cultivating Positive Relationships Empowerment Techniques Tips

Seek clients emulating your personal preferences

In addition to courting customer service stars, client prospects that emulate your personal preferences also can be good way to pursue new opportunities. Companies scoring high on both fronts will be more likely to sync up with you in a business relationship.

There are many ways to assess preference and style compatibility. One obvious and growing sector is social consciousness, which can encompass environmental, community and planetary caring. If you are invested in protecting the planet, companies making a solid commitment to aligned areas can be a great fit.

Besides being of like mindset, it’s easier to let your natural enthusiasm come out when you believe in the company’s values and mission. This enthusiasm can help you build a relationship, and lead to a profitable agreement sooner than later.

Are you a fitness and health buff? Companies providing workout facilities or free/low-cost employee access to health clubs, and the time to use them, can be fertile prospecting ground.

How about healthy eating? More than ever before, companies are providing nutritious, economical on-site food centers for their employees, visitors and other stakeholders. In some cases, they enter into relationships with area eateries that allow company representatives to access healthy food on a regular basis.

Are you passionate about wanting to work with companies that acknowledge, respect and reward employees consistently and meaningfully? If so, doing a deep dive into how employees view their employers in key areas is a smart way to proceed. Again, as said in the previous post, check out the ratings through a variety of sources to ensure that employees are consistently ranking their companies high—not just whitewashing true feelings to maintain job security.

Sometimes, it’s possible to glean valuable employee information by talking to the company’s customer service corps. Do they seem sincerely invested, motivated and enthusiastic? Or are they just towing the line to keep their jobs? Some of this will require subjective, intuitive analysis in addition to objective reviews. Companies doing right by their employees also are likely to get publicized for doing it.

Then, of course, there always are potential potholes and possibilities tied to diversity, politics, religion, et al. For example, if you are a fan of a culturally diverse workforce and other company relationships that show a commitment to cultural diversity, then seek out prospects aligned in this area.

Even if these qualities aren’t apparent at first, you may be able to glean what a company stands for and espouses in these areas by doing some research and investigation. Between social and mainstream media and digital forums, the company’s own branding and messaging, and substantial reservoirs of reputation and other reporting out there, you likely can paint a reasonably accurate picture.

Finally, look at prospects that match up with your preferred buying criteria. In my case, customer service-oriented companies are the ticket. That’s why I frequently cite Costco as a shining light, and am pleased with Amazon’s commitment as well. In 22 years of doing business with Costco, their customer service has been stellar, consistent, and sometimes above and beyond the call of duty. Costco-like companies definitely fall into my prospecting sweet spot.


Looking for new business contracts? Consider courting companies that are customer service stars. If a company scores high on customer service, it follows that they may also be committed to providing a high-quality product or service, and treating all their stakeholders well. Stakeholders include suppliers/vendors, partners, and employees. It improves the odds of working with a top-flight company that will treat you fairly and respect your contribution.

Mark Lusky

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Mark Lusky

Mark Lusky (aka The Happy Curmudgeon)
is the owner of a Denver-based marketing communications firm. He’s a veteran writer, storyteller and author, with 40+ years of public relations, advertising, marketing and journalism experience, and author of A Wandering Wondering Jew… and co-author of Don’t Get Mad, Get Leverage.

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